Streamlining global content management and localization
Streamlining global content management and localization WEM White Paper Streamlining global content management and localization Make the website localization process intuitive and easyTable of contents Today’s medium and large enterprises compete across multiple continents to build and maintain a loyal1: The localization customer base. Not surprisingly, those organizations that generate personalized and multilingual content imperative through initiatives such as localizing their websites enjoy a significant competitive advantage, while those that1: Business benefits of do not risk their own viability. localization2: Challenges to robust Localization refers to the preparation and publication of content for global markets, with particular emphasis localization on the technology and processes required to deliver multilingual information. Once considered “nice to have,”3: Adobe CQ for Web Experience localizing a company’s global digital presence is now a basic requirement for any business. Management optimizes localization investments The localization imperative4: Translation memory In its 2009 study, Multilingual Product Content: Transforming Traditional Practices into Global Content Value Chains, enforces branding and market research firm Gilbane Group surveyed a number of medium to large organizations about globalization delivers savings and found that 89% viewed multilingual communications as critical to major business initiatives. In fact, 77% of5: Translation automation boosts machine companies in the study translated their site content into ten or more languages. In that same study, Hewlett- automation Packard stated that 69% of its business came from outside the United States and that 90% of its customers made5: Taking global WEM purchasing decisions based on information content, not in-person interaction with HP products. and localization further with Adobe To many enterprises, the most pressing localization concern is the ability to create, present, and maintain7: Global content websites accurately in multiple languages. Websites have become a major vehicle for communicating with— management and and selling to—constituencies around the world. They are a focal point of both risk and opportunity as visitors localization made easy are no longer confined by geographic boundaries. This paper explains the business benefits of localization as part of an overall online personalization strategy and highlights the main challenges associated with online multilingual requirements. It also demonstrates how next-generation Web Experience Management (WEM) solutions are superior to first-generation Content Management solutions in their ability to deliver seamless localization within the context of website content creation. Business benefits of localization In a report based on a survey of localization users, the Localization Industry Standards Association (LISA) recently stated that the typical business achieves a return on investment (ROI) of US$25 in revenue for each US$1 it spends on localization. This finding clearly illustrates the impact that localization efforts can have on a business’s brand, customer relationships, and, ultimately, bottom line. Most global businesses spend millions of dollars to develop and nurture their global brands. Localization helps ensure that a brand remains consistent across the enterprise, even if that enterprise has decentralized processes for content authoring and publishing.
Terminology Customer satisfaction is also directly linked to successful website localization. In an eight-country survey of 2,400management customers, localization market research and advisory firm Common Sense Advisory found that 52% of onlineAccording to Gilbane consumers make purchases only from those websites that present information in their native language. In addition,Group, over 80% of localization technology the more important a product or service is to a buyer, the greater the impact of local-language web communicationsusers surveyed consider on the buyer’s purchasing decisions. Depending on the product, as many as 85% of online consumers would not terminology manage- make a purchase without first reviewing information presented on a site in their native language. ment essential to globalcustomer experience, While localization has clear benefits for businesses entering new markets around the globe, it also supports brand management, initiatives that address the growing diversity in existing markets. Businesses need to apply localization technologyand overall quality andconsistency. now to tap into a large potential customer base and gain customer loyalty before their competitors do. Gilbane Group highlighted five corporate business goals for which the use of localization technologies during content creation provided significant ROI: • Maximizing customer satisfaction and experience • Having a global-ready technology architecture • Reducing costs (in terms of labor, re-creating content, and so on) • Meeting regulatory requirements • Growing revenue and customer base It’s clear that localization delivers significant business value in helping enterprises achieve their most critical objectives. In fact, according to the Gilbane Group, 89% of medium and large enterprises stated that multilingual communications were an important factor in their major business initiatives. Challenges to robust localization While the importance of consistent multilingual content creation and dissemination is clear, many organizations struggle with the process. According to Forrester Research, 76% of companies say that the accuracy of local language content is a pain point in managing global brands. Forrester also found that the customer experience of these companies suffered as they went global and that they faced particular difficulties in maintaining the consistency of their global brands. Within most enterprises, no single factor can be pinpointed as the cause of their localization pains. Typically, it is a combination of several factors: • Decentralization of translation assets • Cumbersome manual processes for content dissemination • Lack of business user empowerment Decentralization of translation assets Historically, enterprises have outsourced nearly all of their localization and translation needs to Language Service Providers (LSPs). Individual LSPs tend to focus on a specific language or market and do not operate globally. This means that each local office of a global enterprise hires its own LSP and manages that relationship locally. This arrangement leads to a serious dilution of brands and messaging for the following reasons: • Variable quality of LSPs—Not all LSPs are created equal, and they provide different levels of client support and translation accuracy. • Local office messaging control—Local offices frequently do not align with the global enterprise’s top level positioning and do not adhere to centralized branding and messaging. These offices may be creating their own non-standard content or messages and passing it on to their LSPs for translation. Streamlining global content management and localization WEM White Paper 2
Cumbersome manual processes for content disseminationFirst-generation web content management (WCM) systems offer no framework or solution for managingmultilingual content translations. Not only do they lack translation rules and glossaries, but they also provideno automated method for easily distributing content out of the WCM system for translation, receiving edits andcomments, and redistributing approved translated versions of the content.Lack of business user empowermentMost WCM systems do little to empower business users as they develop content to be translated for localizationpurposes. Particularly in first-generation WCM systems, there is no integration between translation technologyplatforms and the WCM system. This means that WCM system users need to download and run an externaltranslation application and perform data transfers themselves from the WCM system to the translation platform.Simply put, this is too complex for most business users, hindering the efficient localization of company websitesand diluting the brand. It also creates issues related to content export and import, often requiring the assistanceof internal IT to facilitate the process. This is a serious concern for enterprises, because most of their contentcreators are business focused, not technologists. Combine the velocity at which business moves today and thecompetitive pressure to keep content updated and fresh, and there is a clear gap for many organizations.Adobe CQ for Web Experience Management optimizes localization investmentsAdopting localization-ready WEM is clearly a priority for global enterprises. However, gaining corporateapproval has not always been easy, primarily because of the issue highlighted previously―technologychallenges related to business user adoption. Typically, first-generation WCM systems are notorious for theburden they place on business users: both to jump between different systems and applications and to rely onIT to explain or set up routine tasks. In most cases, users have had to learn how to use both the WCM and thelocalization system. Moreover, integration of translation functionality into WCM workflows is typicallydisjointed, forcing users through a high number of clicks to prepare and send content for translation. Then, ifthe WCM system requires a lot of background processing, the localization process becomes unacceptably slowand causes users to perform their own out-of-system workarounds.Adobe’s WEM solution, with Adobe CQ at its core, provides the functionality that business users require,making it much easier for enterprises to adopt a system for translation and dissemination. Though the “WCM”acronym implies “web as a singular channel,” WEM provides permission-based publishing across a range ofoutput channels, including email, mobile, social networks, web, and print. This also includes multilingualtranslations and localization platforms.By leveraging CQ, the integration with localization systems becomes seamless and simple for business users.Additionally, users operate solely within the CQ system, with no need to learn or download the translationsystem. The translation functionality becomes a single click embedded within the content creation workflow.The advanced file-sharing and language portal features of localization solutions make this single-clickintegration possible. Advanced collaboration capabilities also allow users to find, share, and downloadpackages (editable file and folder representations), components, and hot fixes from the CQ server andincorporate them into the translation portal, which already includes the languages, LSPs, and workflows foreach content type.Figure 1 depicts the manner in which CQ seamlessly incorporates localization functionality into workflows. Streamlining global content management and localization WEM White Paper 3
Client/Vendor Global Teams Third-party or internal review Linguist downloads process is managed via localization kit and initiates Adobe CQ GlobalLink Translation & Review Portal translation process Third-Party Review (optional) Updates are remediated to Linguist accesses server-based Translation Memory as needed Translation Memory as needed to leverage repetitive and "fuzzy match" content. Translatable content is automatically exported from CQ5 into localization workflow Additional proofreading steps are coordinated and managed GlobalLink within Project Director based Project Content is automatically processed against existing on client requirements Director Translation Memory assets to leverage repetitive text. Translation Team (External or Internal) PM receives notification from GlobalLink Project Director that new project has been submitted PM downloads Localization Kit, reviews project instructions PM assigns project to translation team based on desired client workflows/requirements Figure 1. A single click provides incredible time-saving functionality.Workflow automation From the perspective of CQ users, nothing changes in their content creation routines—except that now theyWorkflow automation have a one-click option to localize the content they just created. This means that marketers can own theis critical to a successful publishing processes, better control the message and brand, reduce their dependency on IT developmentweb localization strategy. teams, and drastically speed up time to market globally for new content.Without it, organiza-tions must manuallyexchange translationmemories through email Translation memory enforces branding and delivers savingsor FTP. These manual Many organizations rely on stovepipe WCM and localization systems, necessitating manual intervention tofile exchange processes move content between the two. This makes it difficult to return both the original and the translated versions ofcreate a serial queue of content to the WCM system, resulting in a complete loss of translation memory. Today, there is no reason whytranslation projects fromsite to site, resulting in organizations should continue to redevelop the same content multiple times, as it is costly and inhibits thedecreased productivity speed of doing business. WEM/localization system integration overcomes this issue while providing additionaland increased translation benefits in terms of brand consistency, productivity, asset management, and content ownership.costs. Brand consistency Every time a content asset is created, the risk of diluting the brand rises as different language professionals interpret the original content and messages differently. The ability to reuse previously approved translated content helps make the company’s brand more consistent as the organization introduces new websites to new audiences and geographies. Increased productivity Leveraging existing content is one of the easiest ways to reduce translation costs and accelerate time to market. The use of shared translation memory assets maximizes the number of preexisting translations that are leveraged. Considering the potential time lapses between content submission and approval among globally dispersed team members, the benefit of real-time access to approved translated content becomes clear. It also eliminates the need to have LSPs translate the same content again and again. Streamlining global content management and localization WEM White Paper 4
Asset managementWith a centralized repository for translated content and assets, marketers in local geographies can be moreproductive while rolling out new campaigns or messaging. Meanwhile, version control is upheld so that thecorrect assets are being used at all times. Leading localization systems enable language managers from boththe enterprise and its LSP to search, modify, and delete translation units (TUs). Clear distinctions can be madebetween project TUs that are entered into the translation memory by translators versus TUs that have alreadybeen approved.Another advantage is that centralized, role-based management of specific content permits content owners atcorporate headquarters to lock specific blocks for review and edit by specific users. It is also possible to createdepartmental translation memories that contain specific branding and style conventions based on theintended end use (such as marketing, legal, or HR). This enables an enterprise to unlock only certain blockswithin a page (or certain pages) for local offices to edit for their own markets.Content ownershipMany LSPs do not share their translation memory assets with their enterprise customers. This makes switchingLSPs expensive, and it cuts into future productivity due to lost content that must then be re-created. Withshared translation memory assets, enterprises have real-time access to the content they paid to create. Thisallows them to choose between internal language resources and a variety of LSPs, giving them total flexibilityto create a translation process that works best for their business requirements.Translation automation boosts machine automationTranslation automation from within the localization system provides CQ users with a seamless, easy-to-usesolution for managing multilingual content, language translations, and translation vendors. Translationautomation should not be mistaken for machine translation, as they are quite different from each other. Uponcompletion, machine translations typically require extensive editing. Translation automation, in contrast,creates automated workflows for making the process of human translation and multilingual contentmanagement simple, efficient, and cost-effective. Its purpose is to put the right content in front of the rightreviewer at the right time.This is not to say that machine translations cannot be useful in certain situations. Use cases for machinetranslation typically involve scenarios where time to market is more important than accuracy or cases in whicha human translation process would be too costly. In these situations, WEM localization solutions can help tomake machine translations more effective by providing a glossary of preapproved terms. The machinetranslator can then better select the best translation option, requiring less manual editing of the machine-translated content. By improving the accuracy of machine translations over time, the solutions also increaseoverall ROI.Taking global WEM and localization further with AdobeAdobe CQ includes features designed to streamline the process of multilingual content creation andlocalization as well as global website creation, social collaboration, marketing campaign management, andoverall digital asset management—all within a unified platform. A true drag-and-drop interface means thatmarketers and business users are free to develop their own ways of doing business without relying solely on ITdevelopment teams.Some of the most prominent features include site blueprinting, in-context editing, and seamless integrationwith Translations.com’s GlobalLink® localization and translation platform.Site blueprinting is the CQ multisite management tool that enables wizard-driven site creation. It allowsinheritance of content from one website to another, including a set of rollout rules and a live copy of the sitetemplate and site structure. With site blueprinting, business users can launch localized websites faster thanever. And CQ in-context editing makes website revisions even faster. Streamlining global content management and localization WEM White Paper 5
Adobe CQ and Translations.com’s GlobalLink technologies are seamlessly integrated so that users can performmultilingual content translation and localization without ever having to leave the CQ user interface. This ismade possible by CQ PackageShare technology, Translations.com’s GlobalLink platform, and the CQstandards-based architecture, which enables simple integration with localization solutions. CQ leverages thestandard Java™ Content Repository (JCR) standards, Representational State Transfer (REST) softwarearchitecture, and the OSGi standard.Adobe CQ and Translations.com integration overviewLeveraging PackageShare, business users can perform a simple configuration that will provide single-clickintegration with Translations.com’s GlobalLink platform. GlobalLink Project Director, which is the localizationworkflow engine, integrates with CQ, providing users with a powerful solution to initiate, automate, control,track, and complete all facets of the translation process. Key to the integration is its seamless nature. Usersnever leave the CQ environment and can send newly created content for translation with a single click. Contentis preprocessed against existing, server-based translation memory assets and automatically packaged asvendor-neutral localization kits that can be distributed to any combination of internal or external translationresources. If required, translated content can be validated internally utilizing the GlobalLink Translation &Review Portal, which is a web-based review environment. When the translated content is final and approved,automated calls from CQ to GlobalLink pull edited translation content back into the CQ standard workflow forpublishing.Combined with the extended localization workflow capabilities of the GlobalLink platform, CQ gives users acomprehensive solution to manage enterprise content for markets around the globe.Customer case study: Raising visibility for the Nu Skin Brand around the globeNu Skin Enterprises was founded in 1984 with a commitment to providing quality skin care products thatfeature premium, wholesome ingredients. Today, Nu Skin is a billion-dollar company listed on the New YorkStock Exchange with more than 750,000 active, independent distributors and preferred customers worldwide.As part of its tremendous growth in recent years, Nu Skin expanded operations into 50 global markets acrossAsia Pacific, the Americas, and Europe. As a result, Nu Skin found itself managing more than 100 websites, withmost sites translated into at least one additional language. As the company pursued new marketing initiatives,it sought to maintain brand and messaging consistency, but its legacy WCM solution lacked the localizationand translation capabilities the company required. Because the system was homegrown on a proprietaryplatform, it was difficult to integrate with third-party localization solutions.To address these issues, Nu Skin began a complete redesign of its websites using the Adobe WEM solution,including CQ5 Web Content Management. Because the company wanted to improve its localization efforts, itdeployed a solution that included both Adobe’s WEM solution and Translations.com’s GlobalLink platform.In just nine months, Nu Skin achieved a complete redesign of its web properties, including implementation ofhundreds of new content pages, a content inventory, and applications. “Our previous web contentmanagement solution took 6 months to implement in Europe,” stated Josh Scott, Web Architect of Nu SkinEnterprises. “The solution that we implemented using Adobe and Translations.com was rolled out in only 63days for 51 sites in 25 markets and 18 different languages, and that’s with web analytics and the ability tosearch.”Maintaining individualized content by market is extremely important to doing business in Europe for Nu Skin.Each country has its own set of guidelines and regulations regarding the sale of cosmetics. To ensure market-specific compliance and to speed up its multilingual content creation and dissemination, Nu Skin focused onthe following features within the Adobe and Translations.com solution:• Multisite manager blueprints—to create a new site based on an existing site• Language manager—to dictate which content is visible in which country• Workflows—to automate the process steps according to business logicFigure 2 demonstrates the simplicity of Nu Skin’s solution. Streamlining global content management and localization WEM White Paper 6